Method of collecting data regarding a plurality of web pages visited by at least one user

ABSTRACT

A method of collecting data regarding a plurality of web pages visited by at least one user. The method comprises the steps of receiving, at a server, identification data together with web page data, wherein the identification data identifies a website access device of a user and the web page data identifies a web page which the user has viewed using the website access device. The identification data and the web page data are stored in a database. In addition, personal data of a plurality of users are stored, the personal data including a unique identifier of each user. A request is received from a user to view a web page, the request including a unique identifier of the user and identification data identifying the website access device used by the user. The unique identifier and identification data from the request are used to retrieve the user&#39;s personal data and to link the web page data to the user. A tracking script may be inserted into the code of a web page to communicate identification data and/or unique identifier data to the server.

BACKGROUND OF THE INVENTION

THIS invention relates to a method of collecting data regarding aplurality of web pages visited by at least one user via the Internet oran intranet.

The present invention is in response to the business requirement toacquire and retain customers as well as build relationships with otherbusiness stakeholders, combined with a growing trend to use the Internetand computer networks as a communication tool by way of e-mail and/orwebsite. E-mails and websites are used by various businesses to interactwith defined target markets and business stakeholder groups. Businessesrequire as much information as possible indicating how specificindividuals and target markets respond to initiatives to communicate andconclude business through the Internet, such as e-mail and websites.

Previously, e-mail and website owners have only been able to obtain datasuch as the number of visits to a website or to particular pages on thewebsite. However, without the website user sharing information, oridentifying themselves through a login process or accessing informationon the device being used to view a website, further personal informationabout the user is not obtainable.

The ability to identify and match an individual with websiteinteractivity is desirable in that it provides demographic informationand important website interaction information relating to the responseof individuals, the target market and website users in general.

The present invention seeks to address this.

SUMMARY OF THE INVENTION

According to the present invention there is provided a method ofcollecting data regarding a plurality of web pages visited by at leastone user, the method comprising the steps of:

-   -   receiving, at a server, identification data together with web        page data, wherein the identification data identifies a website        access device of a user and the web page data identifies a web        page which the user has requested to view using the website        access device;    -   storing the identification data and the web page data in a        database;    -   storing personal data of a plurality of users, the personal data        including a unique identifier of each user;    -   receiving a request from a user to view a web page, the request        including a unique identifier of the user and identification        data identifying the website access device used by the user; and    -   using the unique identifier and identification data from the        request to retrieve the user's personal data and to link the web        page data to the user.

The unique identifier may be at least one of a user's name, e-mailaddress or a unique identifier generated for the user.

Preferably, the request from the user is generated from an emailcommunication or identifiable interaction with the website such as thecompleting of an online form or the requesting of a web page through awebsite access device or internet browser.

A tracking script may be inserted into the code of a web page tocommunicate identification data and/or unique identifier data to theserver.

The invention further comprises sending an e-mail to a plurality ofusers, the e-mail including a link to further information availablewithin the e-mail or alternatively a requested web page therein, whereinthe request from the user to view the information or requested web pageis generated by the user selecting the link.

Preferably, once the user has selected the link, the user's request isrouted first to the central server before being redirected to therequested web page or alternatively information relating to clicking onthe link is shared with the server.

The method may comprise the step of providing a user with the capabilityto verify if their interactions with a website are being tracked as anidentifiable user and accordingly opt out from the identification andtracking process.

Preferably, a plurality of website access devices are associated with asingle individual and therefore provide collective web page data on theindividual.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying FIGURE is a schematic representation of the systemwithin which the present invention operates.

DESCRIPTION OF AN EMBODIMENT

Referring to the accompanying drawing, a user wishing to visit a websiteuses a website access device typically in the form of a personalcomputer (PC) 10 to access, via the Internet 12, a web server 14.

It will be appreciated that the website access device could also be amobile telephone, personal digital assistant (PDA), television, computerwork station or touch screen device used to access a website.

The web server 14 downloads a script onto the PC 10 typically in theform of a Java script contained in a web page to ascertain whether ornot the PC has previously been used to access the server 14.

If the user has not accessed the web server 14, identification data inthe form of an identification cookie is created and downloaded onto thePC 10. The identification data identifies the website access device. Ifan identification cookie exists, or after the identification cookie hasbeen created, web page data together with the identification cookie dataare transferred to a server 16 with an associated database 18. Server 14and 16 can be one and the same server.

The identification data and the web page data are stored in the database18.

The script is used to identify and record when the web visitor uses thewebsite access device to access a website or more specifically when theuser requests access to one or more web pages contained in the website.Furthermore, the script can be used to record additional data relatingto the interaction process such as browser information.

In either case, each time the user accesses the website or particularweb pages, data is transmitted to the server 16 and stored together withthe cookie identification data. In this manner, a history is built ofwhat web pages are accessed by the web visitor. The server that hoststhe invention is set up to track and report on defined websites and orweb pages.

Practically, the abovementioned is implemented by inserting and orappending a tracking script into each web page which the website ownerwishes to identify as having been visited. This tracking script isinserted and or appended to the web page using an applicationspecifically designed for the purpose of inserting the script intostatic web pages and or appending the script to dynamically generatedweb pages. The script is embedded into the web page, and is returned tothe web visitors Internet browser, thus allowing the script tocommunicate with the server 16 every time a web page is served to a webvisitor's Internet browser thus recording website interactivity againstthe identification cookie.

In addition, personal information is transmitted to the server 16 by awebsite owner or associated party. This additional information is in theform of personal data of a plurality of users which may be a pluralityof customers or any other business stakeholder of the website owner. Thepersonal data at a minimum includes at least a unique identifier such asthe user's name, email address or a unique identifier generated for theuser or by the user, but typically includes more information such ascompany information, designation, contact details such as fax, phone andpostal address. Also included for each user are visitor contact typessuch as:

Customer type A

Customer type B

Training type A

Training type B

Potential customer

Partner

Distributor

Media

E-mail newsletter A

E-mail newsletter B

Mailing list A

Mailing list B

It is possible for each contact to be included in more than one contacttype with the number of contact types being only limited by theinventions practical display limit. As will be described later, eachcontact also has the identification cookie number and web interactionhistory associated therewith.

In order to correlate web interaction history with personal informationthe following is carried out. Firstly, various e-mail correspondence issent out to different contact types with the e-mail typically includingsome background information and then a link to a particular web pagewhich the mail recipient is encouraged to visit.

For example, the e-mail may begin with an introduction about aparticular product and then encourage the user to click on the link forfurther information or to purchase the product.

If the e-mail recipient clicks on the link, a request is received at thecentral server 16 to view the requested web page. The request includesthe unique identifier such as the e-mail address of the recipienttogether with identification data identifying the website access deviceof the user. The identification data takes the form of theidentification cookie which has previously been placed on the user'scomputer.

Once the central server 16 receives the request, the central server usesthe unique identifier such as the e-mail address and the identificationdata from the request to retrieve the users personal data and to linkthe previously stored web page data to the user (e-mail recipient).

The user is then redirected to the requested web page.

In practice, this method is implemented by the website owner sending arequest to the server 16 to insert a web page link into an e-mail. Theserver 16 replaces the end destination link with a different link tore-route the request first to the server 16 before the request isredirected to the final destination.

It will be appreciated that the user's personal information can now belinked to their website history giving the website owner a completepicture rather than merely knowing that an anonymous user has beenvisiting their site on various occasions. Furthermore it is now possibleto track future direct visits to the website as visitor identifiedinteractions.

In essence known users are matched from the click through therebyidentifying the cookie with the contact. Thereafter, the individual istraced as a known user, and the server 16 will be able to provideongoing tracking and reporting.

The identification cookie described above is based on the domain name ofthe sender and not the entire URL of the sender. This is because if theURL changes or is typed in different case, a new cookie will be createdbased on a new URL.

It will be appreciated that a user's computer will in any event have anumber of unique identification cookies thereon with each cookie beingrelated to one of a number of domains. The invention has the ability toassociate more than one device with an individual thus allowing theinvention to track and record individual website interactivity overnumerous devices.

The above methodology is used to collect data on both identified andunidentified website users which can then be reported to the businessconcerned in a number of different ways. Information which can beextrapolated includes the recency of visits, the latency of visits, thefrequency of visits, individual pages accessed, demographics, userbrowser information, user clickstream paths, website interactionintervals, non-interaction by defined parties and link tracking reportsto mention a few of the reporting options available. Information canalso be grouped according to contact list type or alternativelyaccording to input page URL, referring URL etc. The information istypically supplied from the central server 16 and database 18 to thebusiness owner either by e-mail, pre-packaged reports, downloading ofdata into analysis applications, transfering data to other businessrelated databases or by the business owner accessing the server 16 viathe Internet, for example.

The invention has the added capability of providing website visitorsboth identified and unidentified with the ability to verify and opt outif required from the identification and tracking process.

This is accomplished by the invention generating a website specificscripting code, which the invention user would include in emailcommunications or on web pages. The scripting code provides a link to aweb page generated by the invention. A website visitor would typicallyclick on the link and be provided access to the generated web page.

By entering information such as name, company details or email addressinto a form included in the web page, the website visitor would be ableto submit said information and verify if they have been identified bythe invention, as it relates to the website tracking process. Theinvention typically compares information submitted, with informationstored in the database and verifies if identification has taken place.

Furthermore if identification has taken place the website visitor isprovided the functionality via the generated web page to opt out of theidentification process if required. Selecting to opt-out instructs theinvention to convert existing as well as future identification data tounidentified data with all website interactions being reported asunidentified actions.

In any event, it will be appreciated that the information can providebusiness with information to satisfy the following needs:

-   Understand both individually and collectively how business    stakeholders such as customers, known users and unidentifiable    traffic interact with the web presence.-   Understand both individually and collectively how recipients respond    to e-mail communications.-   Provide insight into how website visitors are making use of a    website as well as demonstrate the value of the visitor traffic and    their actions relating to the website.-   Demonstrate the advertising value of a website.-   The ability to identify sales opportunities via the website and    email communication.-   Have an early warning system that identifies increased or decreased    website interactivity (Effective website success measurement).-   Assistance in identifying customers who are most likely to respond    to business offers.-   Insights into how defined user groups (customers etc.), or    identified individuals are interacting with web content.-   The ability to respond quickly and effectively to insights gauged    from web interactivity.-   The availability of the above insights throughout the organisation,    e.g. sales, marketing, customer care, training, management etc. With    the ability to export and intergrate the information with other    business information systems.-   Assistance in streamlining costs and improving customer    communications.-   Improved measurability and management of the sales, communication    and marketing processes.

In meeting these needs, the present invention provides the following keyweb interaction functions:

-   The ability to identify and track individual website visitors and    group visitors such as customers or groups of customers to see how    they interact with the web presence individually and collectively.    (Click stream path and response to campaigns)-   The ability to link email communications to web interactivity in    order to gauge individual responses.-   Extensive analysis and segmentation capabilities to provide    effective business intelligence relating to the website (both    identified and unidentified users).-   Website interaction history based on contact category groups and    individual users. Quickly and easily identify who has or has not    interacted with the web presence or a specific section/page of the    site based on visitor identification and grouping.-   Provides a communication management facility by allowing    organisations to establish their outward-bound email communications    requirements.-   Provides a business with a facility to manage user identification as    well as providing users with a facility to opt-out from the visitor    identification and tracking process.

1. A method of collecting data regarding a plurality of web pagesvisited by at least one user, the method comprising the steps of:receiving, at a server, identification data together with web page data,wherein the identification data identifies a website access device of auser and the web page data identifies a web page which the user hasrequested to view using the website access device; storing theidentification data arid the web page data in a database; storingpersonal data of a plurality of users, the personal data including aunique identifier of each user; receiving a request from a user to viewa web page, the request including a unique identifier of the user andidentification data identifying the website access device used by theuser; and using the unique identifier and identification data from therequest to retrieve the user's personal data and to link the web pagedata to the user.
 2. A method according to claim 1 wherein the uniqueidentifier is at least one of a users name, e-mail address or a uniqueidentifier generated for the user.
 3. A method according to claim 1wherein the request from the user is generated from an emailcommunication or identifiable interaction with the website.
 4. A methodaccording to claim 3 wherein the interaction with the website is thecompleting of an online form or the requesting of a web page through awebsite access device or internet browser.
 5. A method according toclaim 1 further comprising sending an e-mail to a plurality of users,the e-mail including a link to further information available within thee-mail or alternatively a requested web page therein, wherein therequest from the user to view the information or requested web page isgenerated by the user selecting the link.
 6. A method according to claim5 wherein once the user has selected the link, the user's request isrouted first to the server before being redirected to the requested webpage or alternatively information relating to clicking on the link isshared with the server.
 7. A method according to claim 1 wherein atracking script is inserted into the code of a web page to communicateidentification data and/or unique identifier data to the server.
 8. Amethod according to claim 1 further comprising the step of redirectingthe user to the requested web page.
 9. A method according to claim 1comprising the step of providing a user with the capability to verify iftheir interactions with a website are being tracked as an identifiableuser and accordingly opt out from the identification and trackingprocess.
 10. A method according to claim 1 wherein a plurality ofwebsite access devices are associated with a single individual andtherefore provide collective web page data on the individual.